De Beers has unveiled its first "beacon" jewellery concept in over a decade with Ombré Desert Diamonds, a collection inspired by the warm, earthy tones of desert landscapes, where many natural diamonds originate.
A range of colours, from white to champagne and amber, are used in the designs to emphasise the stones' inherent beauty and scarcity.
By providing retailers with a new, emotionally engaging marketing platform, this initiative seeks to rekindle consumer interest in natural diamonds.
De Beers also formally launched Origin, De Beers Group, a branded polished diamond program that improves transparency, concurrently with the beacon launch.
The project offers comprehensive details about the origin, rarity, and social impact of each diamond using the Tracr blockchain platform.
“The launch of our first beacon in over a decade marks an exciting new era in showcasing the magic of natural diamonds, while Origin, De Beers Group connects people with the powerful stories behind natural diamonds – the communities they help support, the landscapes they come from, and the meaningful impact they create,” said group chief executive Al Cook.
“With innovation across the value chain – from provenance to synthetic diamond technology – De Beers is reinforcing its leadership in an evolving marketplace.”
Mathew Nyaungwa, Editor-In-Chief, Rough & Polished
